"The Ones Who Rise" is McLaren's first brand film made in Asia Pacific for Asia Pacific that stars the Artura
The internal friction of "what comes next" that torments self-made individuals sets the psychological landscape for the focus of McLaren Automotive Asia Pacific’s latest brand film, The Ones Who Rise, a cinematic exploration of the entrepreneurial spirit produced by VCF.
Director Andrew S.T. Gregg and colorist Matt Osborne (whose credits include FX's Alien: Earth and HBO's The Sympathizer) eschew typical supercar tropes of vanity and noise. Instead, the narrative follows an architect navigating the transition from the day’s frustrations to the clarity found only in motion.
It is a study of the hours that define a person – those moments of quiet resolve between the struggle and the breakthrough. The film trades loud spectacle for a grounded, tactile precision that mirrors the protagonist’s journey.
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Central to this nocturnal odyssey is the Artura. As McLaren’s first series-production high-performance hybrid, the car acts as a silent partner. It is a physical manifestation of a philosophy anchored since 1963: that the most elegant solutions are discovered through focus rather than force. The Artura represents a total resolution of engineering, an uncompromising tool for those who demand excellence.
Across Asia Pacific, the McLaren driver is characterised by a discerning, understated certainty. These are founders who require no announcement of their achievements; for them, the car is a considered choice rather than a shout. By concluding with a return to the night rather than a finish line, the film acknowledges a fundamental truth of the driven: the journey is perpetual. In The Ones Who Rise, the Artura earns its place by being the one constant in an ever-shifting pursuit of "forward".
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“The McLaren community across Asia Pacific is one of the most driven I have encountered anywhere in the world. Ambitious, resilient, always building toward something. The Ones Who Rise echoes their story. The Artura embodies exactly that spirit,” says Charlotte Dickson, Regional Director, Asia Pacific and China, McLaren Automotive.
The Ones Who Rise runs 1m 19secs and is now live across McLaren’s owned digital and social channels and will be amplified across retailer platforms, CRM, and paid media throughout the region.
